Budgeting Time & Money for PPC Campaigns

Time

PPC campaign management can be labor intensive & time
consuming. If you
decide to do manual bid management plan on putting in some time, especially
at the beginning when you are getting your campaign(s) set up. If you have
never done this kind of thing before, your ppc budget, bids and ads will require some adjusting
to get them just right. Creating highly effective campaigns requires talent
and a lot of work. Even with automatic ppc bid management
tools and depending
on how many keywords
you are bidding on,
managing campaigns can be a full-time job. You may want to check your
bids daily, if not multiple times per day, or your ppc budget can get
out of control.

Money

Advertising costs, particularly “auction type
bids” tend to increase,
not decrease, over time. Hence, margins get squeezed month-over-month
and budgets
need to be funded. That is not to say that “organic” SEO campaigns
are a one shot deal. They also need to be continually monitored and
managed
but you will be richly rewarded with the long-term benefits. Although
bid prices change and can periodically go up and down depending on the
season and competitiveness of the keyword, once a baseline is obtained
advertising costs can be fairly predictable. Bids are managed within the
campaigns with daily
or monthly limits so you can set your bids where you want them and let
them
run. This technique is not recommended, but possible, and advertising
costs can usually be modeled to meet fluctuating marketing budgets.

PPC is a “Leased Traffic Model” and therefore not a good long
term strategy if it is the primary source of revenue for the business. One
should never have all “eggs in one basket” and this applies to
internet marketing as well. PPC is a good strategy to get started and potentially
long term if conversions warrant it. However, once a site starts ranking well “organically,”
it could be time to turn down the PPC campaign or at least re-evaluate the
keywords being bid on. If your budget allows for it, and conversions warrant
it, it might be advantageous to keep it going.

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